Become The Obvious Choice podcast
Your marketing makes a promise. Does your business deliver?
A clear message gives customers a reason to choose you. Your people, your processes and the experience you deliver give them a reason to keep choosing you.
Join STORY22 co-founders Julie Firth and Sonya Whittam, alongside Dr J.J. Peterson, for conversations about what makes a business worth buying from, working for and recommending. We look beyond the campaign to explore where businesses earn trust, lose customers and overlook opportunities to grow.
Becoming the obvious choice takes more than good marketing
You can spend months getting your messaging right, then undermine it with a poor handover. You can fill an event without creating a single worthwhile connection. You can have a network full of people who like you but don’t know when to recommend you.
These are all marketing concerns, even when they sit outside the marketing department.
Become The Obvious Choice is a growing focus for STORY22, bringing together the different, and sometimes difficult, things that influence whether customers choose a business. Our podcast aims to take a deeper look at the connection between clear positioning with customer understanding, culture and the practical work of delivering on your promises. Ready to build a business whose customers can explain what makes it different because they’ve experienced it for themselves.
Season one
Episode 1
Matt Turner: Culture Is The Delivery Of The Promise
Founder, Clownfish Events
Why would an events founder care more about a Best Place to Work award than an industry trophy?
Matt explains why looking after his team was the most important investment he could make in his customers’ experience. It’s a conversation about the human side of competitive advantage: creating a team that genuinely cares when it matters, rather than simply providing the same equipment as everyone else.
Episode 2
Catherine Brown: Becoming The Obvious Referral
Founder and CEO, Good Humans Growth Network; author of How Good Humans Sell
Do the people in your network actually know when to recommend you?
Catherine shows why knowing your job title is rarely enough. She explains how to give referral partners specific customer problems and phrases to listen for, so they recognise an opportunity to introduce you. She puts the approach to work with us during the episode, challenging how clearly we explain when someone needs our help.
From the studio
A little behind the scenes.
A few moments from our time in the studio, with plenty happening on both sides of the camera.
Select a photograph to see it in full.
Launching this autumn
The Obvious Choice Mastermind
You help everyone else grow. Who’s challenging you?
You’re the person clients turn to for clarity. But who helps you question your assumptions, make the difficult decisions and build the business you actually want to lead?
Work directly with Dr J.J. Peterson, Sonya Whittam and Julie Firth in a six-month mastermind for agency owners, consultants, fractional CMOs and senior marketers.
With the founding group limited to a handful of members, there’s room to get into the decisions that matter: sharpening your offer, winning the right clients, protecting profitability and delivering work that keeps people coming back.
Bring the proposal you’re stuck on, the conversation you’re avoiding or the decision you keep postponing. Two live sessions each month combine practical teaching with facilitated peer discussion, giving you frameworks to use, honest feedback and accountability to follow through.
Join the wait list for details of the invite-only founding cohort and news of when applications open.
Join the wait listSeason 2 coming soon!
Explore season one and follow Become the Obvious Choice on your preferred platform for new episodes. Season two will follow soon, with more incredible guests and perspectives on building a business people want to buy from, work for and recommend to others.
A special thank you to our guests for giving up their time and to the team at Clownfish Events, who filmed and produced season one of Become The Obvious Choice. We’re grateful for their partnership and the care, creativity and technical expertise they’ve put into every episode.
Find out more about Clownfish Events